Email Marketingon a shoestring

I’m Cori Lam

Websites

500 +

Please ask questions.

In the beginning…The first mass email campaign

was sent in 1978

In 2014

94 Billion SPAM emails were sent daily!

How do you get your message across in a sea of junk?

Email Has Come a Long WayLet’s Learn How To Use it Effectively!

Why Email Marketing?✓ Retain existing customers ✓ Easily segment your customer base

and market to specific buying patterns ✓ Direct line to people who are

interested in your product ✓ Email allows you to hold viewers

attention for more than a few seconds, which is more than most other types of advertising

Not sure about the effectiveness of Email vs Social Media? Consider this:

Currently, there are 3x more Email accounts than Twitter and Facebook accounts combined.

Data from campaignmonitor.com

Add this to the fact that organic reach on Facebook is only 6% while Email averages 25%

>

Not Convinced?

Email has an average ROI of 4300%!

Info from the-dma.org

Social Media is great for brand awareness, but for sales, nothing beats a great email!

Why do I love and recommend MailChimp?• Free accounts for up to 2K subscribers • Amazing analytics and analysis • Fantastic customer support • Minimal downtime • Incredibly scalable • Tons of integrations for almost any application • Super easy for anyone to use

Recommended Integrations

There are also other useful integrations, but others tend to be for paid apps.

Growing Your Email ListPre-Launch

LaunchRock.co

Dedicated Landing Pages

Once Your Have Your Site Going..

Also try partnerships with peer businesses that aren’t competition & have a similar

customer base to yours

Native MailChimp Forms

Make sure your on-site email signup is highly visible and has an effective Call to Action button-

make it as easy to use as possible.

Don’t be Afraid to Bribe to Grow Your List

Discounts ConsultationSomething Free

People don’t want to give you access to their inbox without getting something in return.

$

Customize the Signup Process

The ultimate goal is to get visitors back to your site so change the URLs on the signup forms to

custom pages on your site.

What Makes a Great Email Campaign?Now that you’ve built up your list….

• Message that your subscribers want to hear • Intriguing subject line • Don’t constantly try to sell them stuff • Personalize sparingly

Subject Line Action WordsMake Subscribers Want to Open Your Email

How an Email is Set Up

Emails haven’t changed much since 1994. Email clients still use tables- the rotary phone of coding

<table style="width:100%"> <tr> <td>Jill</td> <td>Smith</td> <td>50</td> </tr> <tr> <td>Eve</td> <td>Jackson</td> <td>94</td> </tr> </table>

You won’t really need this if you use MailChimp, but it’s good to know!

</table>

<tr>

Jill Smith 50<td> <td> <td>

<td> <td> <td>

<table>

=

Campaign Breakdown

Campaign Reporting

Report >> Links >> Click Map

Setting Up Your Email

Mailchimp has made it super easy to set up emails. The new drag and drop interface

allows you to drag and drop content blocks with little to no coding necessary.

Why Mobile?

Make it readable on every device! If you’re using Mailchimp drag and drop, it should

automatically be responsive.

The content doesn’t need to be identical just translated for multiple devices

FrequencySo how often should you send?

Is more always better?

Make sure to adjust your scheduling, especially in the beginning, to try different times of

day and frequency.

Merge Tags

Allow you to personalize content to individual subscribers. You can use standard info like names

or customize with info like reward points or credit balances.

Hi *|FNAME|*

Complete List of Merge Tags

Segments

Segments Based on Multiple CriteriaMen & Women

Language can also be a great segmentation tool

Make sure to preview before sendingMake sure to preview before sending

Make sure to preview before sending

So, make sure to preview before sending

You don’t want this to happen

to you

What is A/B Testing?

You won’t know what works until you try a few different options.

Types of A/B TestingSubject Line

Time of Day

Content

Sender Name

Try FNAME vs. No Name

Morning vs. Afternoon

Different Images

Your name vs. Company name

Unsubscribesor the End isn’t always the End

When someone unsubscribes, they are sent an email asking to confirm the

unsubscription. In the forms settings, make sure you change the URL to bring them

back to your site. Also, try to get them to follow you on social media as an email alternative

…but it’s not SPAMFrom time to time, you’ll get an abuse

complaint. Usually it’s just someone who doesn’t know how to unsubscribe. As long

as the rate is less than 1%, you have nothing to worry about.

So that’s it- get out there and send your first campaign- you’ll never know what

works until you get started.

Additional Resources

Design Inspiration http://templates.mailchimp.com/?_ga=1.253588687.795370641.1407135023

Getting Started with MailChimp http://mailchimp.com/resources/guides/getting-started-with-mailchimp/html/

Why Email is Better than Social Media https://www.campaignmonitor.com/blog/post/4220/email-marketing-vs-social-media

Great Advice about Online Marketing in General http://blog.sumall.com/

http://blog.hubspot.com/